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The Weeknd Promotes "Kiss Land" with a Billboard in Toronto

Andrew LaSane is a freelance writer from South Carolina who currently resides in Brooklyn. He spends most of his life connected to the grid, obsessing over and customizing sneakers, and trying to relive the '90s.

With his highly-anticipated album Kiss Land on the way, The Weeknd is giving the fans what they crave with hot singles from the album and Kiss Land merch. Today, he posted this photo on Instagram of a billboard for the album in Toronto, a marketing strategy employed by Drake (a fellow Canadian) a few years prior.

The colorful billboard features all the important info (name, drop date, title) and also features a cartoon mascot saying the name of the album. The Weeknd also posted a photo of a box of stickers featuring the character and another one with the same sticker on his laptop. The character can also be found on his Kiss Land Super Fantastic Tees and in the artwork for the recently released "Love in the Sky" track. The graphic design and marketing on this project is very different from his past projects and work with Ben Swantek. We are interested to learn more about that mascot and see where it goes between now and September 20.